This session aims to demonstrate why you should #ChooseRadio as part of a media plan.

• We will explore how radio works for brands and what sort of results it can generate.
• How to plan an effective radio campaign will be covered along with tips and insights on radio and how it can fit within a media strategy.
• We will explore how radio can compliment other media and things to consider when planning a spot or non-spot campaign.

Brian McCarthy

Brian is Sales Director of urbanmedia, the Irish media sales house owned by Wireless, one of the largest UK and Ireland radio groups and part of News UK. Having joined the company in 2003, Brian became Sales Manager in 2008 and Sales Director in 2010 and was part of the team that launched the UTV Radio Solutions urban access package that changed how radio is bought in Ireland. In 2016 he led the rebrand of the sales house to urbanmedia with a bigger focus on digital audience to help complement the traditional radio audiences. He’s also been responsible for delivering effectiveness case studies in the Irish market showing how effective radio can be for building brand awareness, purchase intent and sales growth for clients. Brian has an MSc in Business and Leadership from the UCD Smurfit Business School and is a member of the ChooseRadio initiative which has been set up to promote the Irish radio industry.